The new guy in town: It’s not as if the media business hasn’t been waking up to this, but it’s significant to note that Google now admits it’s a media company.

Google is the ultimate repackager of content in the medium that is all about repackaging.

And, like all media, it’s making its money by using that content to attract audience, whom it then delivers to advertisers.

This doesn’t cut out the original content creators, of course; Google still links to them. But it changes the way that content creators should be creating that content: They need to get links and Googlejuice to rise in the ranks; they need to write compelling headlines and leads so they are spotted in searches and GoogleNews.